THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF BRAND EQUITY ON PURCHASE INTENTION, STUDY ON HONDA MOTORCYCLES IN DENPASAR

ABSTRACT The purpose of this study was to examine and explain the role of brand image in mediating the effect of brand equity on purchase intention of Honda motorcycles. This research is an associative and causal research with quantitative methods conducted in Denpasar City. Data consists of 120 samples, collected by distributing questionnaires containing open and closed questions and statements that have been tested for validity and reliability. The analytical technique used is Path Analysis using an analytical tool in the form of SPSS software. The results of this study indicate that brand equity has a positive and significant effect on purchase intention and brand image. The brand image variable also has a positive and significant effect on purchase intention and brand image has a positive and significant effect as a mediator of brand equity on purchase intention on Honda motorcycles in Denpasar City. This research is expected to be empirical evidence for future research and be able to enrich the development of marketing management science related to the theory of brand equity, brand image and purchase intention. The management can consider approaches and marketing communication strategies that can increase brand equity and brand image so as to increase consumer buying intentions. KEY WORDS Brand equity, brand image, purchase intention.